Google reverses course: Chrome users to decide on third-party cookies

Disabling third-party cookies in Google Chrome as part of the Privacy Sandbox project has been a topic that has been heating users, ad and software creators, online publishers, and institutions, recognizing potential threats in this issue for years. Google has repeatedly postponed the implementation of this idea into Chrome, and according to the most recent blog post, they have changed their mind. They will not remove cookie support outright but will give users the choice.

The removal of third-party cookie support was originally intended to increase user privacy. Providers of sites and ads currently base their operations on these cookies, which allow them to optimize delivery according to user preferences, resulting in increased earnings. An overarching disablement of this mechanism in dominant browsers could completely change the market, and Google was indeed prepared to do so. However, the implementation date had been pushed back multiple times.

According to the latest statements, this breakthrough will not happen. Google explains on its blog that it has taken a new approach to Privacy Sandbox, which involves giving users a choice. Using a new tool that is expected to come to Chrome soon, everyone will be able to decide for themselves whether third-party cookies should be supported or not.

However, the topic is still in its early stages. Google describes being grateful for the feedback received so far from the industry, with whom they declare continued cooperation before the final implementation of the new solution in Chrome. No specific dates are given and keep in mind that this issue has been ongoing for several years, with potential significant browser changes being delayed numerous times by months or quarters.